What are you really doing for your couples?

How would you sell your work if you knew it was average? What if you couldn’t even show your pictures at all?

If there’s nothing to talk about other than numbers, you’re losing out. And a good logo or nice packaging won’t cut it, either. The thing to remember is more often than not, the big idea isn’t really the big idea at all. It’s usually a small idea with large implications. Quite often, something simpler or even even worse than what’s out there, but something attached to big benefits. Think MP3. Think TOMS.

Great products aren’t the best of their type. They’re the ones that best address the needs of the market. You don’t have to hear an MP3 to get why it matters. You don’t have to see TOMS to understand its appeal. You’re sold by the idea before you even see the goods. And that’s the question you need to ask. What do couples really need out of us?